Theories Flashcards
Learn whi each theory applies to
Who said:
The media implants ideas directly in mind of a passive audience
Audiences can imitate transgressive behaviour
Audiences acquire attitudes, responses, and conduct via ‘modelling’
Albert Bandura
Media Effects Theory
Who said:
Texts communicate their meanings through a process of denotation and connotation
What do they mean?
Roland Barthes
Semiotics
Denotation-what it is
Connotation-what it means
Who said:
Boundaries between the real world and the media world are blurred
Jean Baudrillard
Postmodernism
Who said:
Feminism is a struggle to end sexist/patriarchal oppression
Feminism is a political commitment rather than a lifestyle choice
bell hooks
Feminist theory
Who said:
Gender is a performance, it’s what you do at particular times, rather than a universal who you are.
Judith Butler
Gender Performativity Theory
Who assumes:
the audience is active and consumed the media for 4 purposes and functions?
What are they?
Jay Bumler and Eli Katz Uses and Gratifications Model 1. Surveillance 2. Personal Identity 3. Personal Relationships 4. Diversion and Escapism
Who said:
The media is controlled by a small number of companies driven by profit and power.
A small number of powerful conglomerates limited variety, creativity and quality.
More diverse patterns of ownership means more adventurous productions.
James Curran and Jane Seaton
Power and Media Theory
Who said:
Black people in the media are portrayed in 4 different ways?
What are they?
Alvarado Racial Stereotype Theory 1. Pitied 2. Dangerous 3. Exotic 4. Humorous
Who suggested that the Star is a construction, ideology, and commodity? What do they mean?
Richard Dyer Star Theory Construction- made by the people Ideology- what people want Commodity- can be bought
Who said:
The media provides us with tools which we use to construct our identities
David Gauntlett
Identity Theory
What is meant by the Pick and Mix theory?
Who suggests this?
We are offered a diverse range of stars, icons and characters to construct ideas and personalities.
David Gauntlett
Who said:
Exposure to repeated patterns of representation can shape and influence audience and understanding
Cultivation reinforces the mainstream values of dominant ideologies
George Gerbner
Cultivation Theory
Who suggests:
Contemporary attitudes to race and ethnicity are influenced by colonial control from the past
Racial hierarchies and binary oppositions are constructed on notations of otherness
Paul Gilroy
Post-Colonialism Theory
What are the main conventions of music videos according to Andrew Goodwin’s Music Video Theory?
- Links between audio and visuals
- Links between lyrics and visuals
- Intertextual references (to others music videos, films, TV shows etc.)
- Performance, Narrative, or Concept based
What does SHART PON stand for?
Stuart Hall’s Audience Reception Theory
Preferred/Dominant Reading- (how the producer wants the audience to view the media text)
Oppositional Reading- (when the audience rejects the proffered reading)
Negotional Reading- (a compromise between the preferred and oppositional readings)
